RnR Market Research

Sweetening the Pils: Flavored Beer and Mixes Industry

Dallas, TX -- (SBWIRE) -- 01/31/2014 -- One of the fastest growing sectors within the beer industry is currently flavoured beer. However, this term encompasses two distinct sub-categories – true flavoured beers and beer mixes. Flavoured beers are defined by Canadean as normal strength beers with added flavours. These flavours are often fruit, typically citrus, but increasingly including a range of more exotic fruits. Another source of flavours is spirits, such as Tequila or Scotch Whisky.

Beer Mixes are beers mixed with soft drinks, typically lemonade, but also cola, fruit juice, or even Iced Tea. Beer Mixes are normally around half the strength of “normal” beer (2.0% to 2.5% Abv). These products go under a range of names like Shandy (UK); Panach (France); or Radler (Germany). They are also sometimes referred to as Beer Coolers, taking the lead from Wine Coolers (normally a mix of wine and fruit juice).

Sweetening The Pils–The Market for Flavoured Beer and Beer Mixes –encompasses two distinct sub-categories – true flavoured beers and beer mixes. This report includes data for 2013 and analyses the performance of brands in the flavored beer and beer mix categories. It will also provide you with a proper understanding of the size of the market, the economic, demographic, and behavioral trends that will drive the market’s evolution. This will facilitate rapid and comprehensive insight into the current state of the market for new entrants and established players alike, with the identification of the key trends that will drive growth in the coming years.

Key insights include:

A Brief History of Flavoured Beer & Beer Mixes

For such a traditional product, it is interesting that the practice of adding things to beer to make it sweeter has been going on for a long time and in many markets.
Herbs and spices were often added to beer in medieval times, both for their beneficial effects, and to mask the flavour of poorer quality beers. Indeed it was the adulteration of beer in Germany that led to the enactment of the Beer Purity Law (the Reinheitsgebot) in 1516.

Drivers of Flavoured Beer & Beer Mix Growth

The primary driver behind flavoured beers and beer mixes is the desire for sweeter, easier to drink beers. This also makes flavoured beers appealing to female consumers. However the two sub-categories have slightly different consumer drivers.

With their lower alcohol content and use of sharp, refreshing flavours, beer mixes also clearly target the need for refreshment and therefore are particularly popular in warmer weather. The lower alcohol content of these beers also is appealing to consumers with increasingly hectic lifestyles.

Geographical Spread of Flavoured Beers and Beer Mixes

Flavoured Beer and Beer Mixes are primarily found in developed markets, mostly in Europe and North America.

Beer Mixes are essentially a European phenomenon, with Europe accounting for over 95% of volume. Prior to 2011, they were virtually limited to West Europe, but the recent boom in Radlers in East Europe means that Eastern & Central European markets now account for approaching a third of all volumes worldwide.

Reasons to buy:
- Gain a proper understanding of the market for flavoured beers and beer mixes and the drivers behind the growth in the category.
- Understand the economic, demographic, and behavioral trends that will drive the market’s evolution.
- Identify key opportunities across key Beer categories and their packaging.
- Gain an insight into the current state of the market and established players alike, with the identification of growth in the coming years.